A team from agencies representing DAN (Dentsu Aegis Network) Ireland has won the prestigious NewsBrands Ireland Power of Press planning competition.
The annual event, which was held at Dublin’s Filmbase, saw 14 teams of young media planners - with three years’ experience or less - devise strategies designed to showcase the range and effectiveness of the various print and online platforms that make up NewsBrands Ireland.
The competitors had just a few short hours to prepare their strategies and plans whilst representatives from the various NewsBrands Ireland advertising departments were on hand to provide information about their products and answer questions.
Then, each team was given just five minutes to present to the judges: Ruth Payne, media director Javelin, Owen Gildea, director Owens DDB, and Ann Marie Lenihan, CEO NewsBrands Ireland.
The teams were judged on the basis of five criteria:
- Interpretation of the brief
- Strategic thinking
- Best use of the medium
- Use of budget
- Presentation skills
The winning strategy was devised by a team representing DAN Ireland: Haylee Rowan (DAN Trading team), Laura Murphy (Vizeum) and Conor McCooey (Carat Ireland).
With a budget of €500k, the team devised a plan for the fictitious NGO, Clean Water Charity. The creative brief outlined the charity’s struggle to capture the imagination of younger generations and its recent decline in collections and volunteers.
The core objectives of the brief were to increase awareness for their collections amongst all adults and to gain a new affinity with the younger demographic of 18 to 30.
DAN Ireland presented really clever and innovative ideas which clearly met the campaign objectives.
DAN Ireland’s winning team brilliantly answered the brief with a clever campaign which encompassed achieving mass awareness by leveraging key print partners and their audiences. Multimedia native partnerships with key titles set out to educate and inspire the younger demographic through events, sponsorships and digital interaction.
Director of Javelin Media Agency and Chair of the judging panel Ruth Payne said: "DAN Ireland demonstrated a great understanding and interpretation of the brief and presented really clever and innovative ideas which clearly met the campaign objectives.
"The judging panel were impressed by the team’s use of multimedia native partnerships, paper takeovers, print inserts and quirky event partnerships with a range of well selected news titles."
"Newsbrands Ireland’s Power of Press competition is an essential education tool for our young media planners, who are the future of the industry.
Newspapers in print and digital offer an immensely powerful proposition for advertisers and the POP initiative showcases and promotes the unique strengths of news brands and how planners and marketers can use them to their full potential."